Adi Dassler
PROJECT OVERVIEW
THE PRODUCT
We were tasked by Zeitgeist VC to reignite the estate of Adi Dassler and his intellectual legacy through a new foundation, a multi-family office (MFO) and leAD Sports Accelerator program in the heart of Berlin. The results expanded the Adi Dassler brand identity, toolkit and merchandise, and ultimately brought the founder of adidas’ name into the digital age.
THE PROBLEM
The estate of Adi Dassler, the founder of adidas, needed revitalisation and a modern approach to preserve his intellectual legacy, expand his brand identity, and bring his name into the digital age. The challenge was to effectively establish a new foundation, multi-family office (MFO), and sports accelerator program in Berlin to accomplish these goals while staying true to Dassler's legacy and values.
THE GOAL
The project aimed to rejuvenate Adi Dassler's estate and legacy through the establishment of a new foundation, a multi-family office (MFO), and the leAD Sports Accelerator program in Berlin. This included expanding the Adi Dassler brand identity, toolkit, and merchandise while bringing his name into the digital age, preserving his legacy while fostering innovation in the sports industry.
THE AUDIENCE
Fans of the adidas brand, investors, entrepreneurs, and startups in the sports industry, individuals interested in the legacy of Adi Dassler, and supporters of the Zeitgeist VC initiative.
SITUATION
The Dassler family, hiers to Adi of Adidas, tasked me to create a spin off with a $250M investment in a new brand property.
TASK
With the help of the Dassler family, we were tasked to create a new brand design and digital platform from the IP of the Adi Dassler archive.
ACTION
First, we researched the considerable family archive for evidence of the original signature, and key moments captured in photography that helps to tell the story of the amateur athlete. From here a team was formed to illustrate a new monograph and icon for use in the brand design system. Colours were chosen, custom typography purchased and the strategy came to life.
RESULT
The success of the launch of the multi-family office spurned the idea to expand the property to include a lead sports accelerator program based out of Berlin, Germany. Now in its fourth cohort, the addition of like-minded startups has expanded the remit of the financial product. Helping to build equity for startups and deliver long-term value to a diverse range of clients.
'Glow for the soul. This talented branding expert will make your business shine! What would we have done without him? We'd still be in the dark ages of no-brand-land. Hamish not only gave us the vision, but also a new way to express ourselves. Through his work we now have a voice. A voice to change the world...'
— Tim Krieglstein, Zeitgeist VC
PLAY IS THE ENGINE THAT POWERS TRANSFORMATION
PLAY IS THE ENGINE THAT POWERS TRANSFORMATION
PLAY IS THE ENGINE THAT POWERS TRANSFORMATION